Culture and Creative Industries inAustralia Terry Flew, ARC Centre of Excellence for Creative Industries and Innovation, Queensland University of Technology, Brisbane, Australia Presentation to 3rd China Trade in Services Congress, Beijing, China, June 1-3, 2011
Origins of Australian Creative Industries in1990s Creative Nation cultural policy• This cultural policy is also an economic policy. Culture creates wealth ... [and] adds value, it makes an essential contribution to innovation, marketing and design. It is a badge of our industry. The level of our creativity substantially determines our ability to adapt to new economic imperatives. It is a valuable export in itself and an essential accompaniment to the export of other commodities. It attracts tourism and students. It is essential to our economic success. (Creative Nation, 1994)
Creative Industries Sectors1. Advertising, Graphic Design and Marketing;2. Architecture, Visual Arts and Design;3. Film, Television and Entertainment Software;4. Music Composition and Publishing;5. Performing Arts;6. Writing, Publishing and Print Media.
Creative Trident• Specialist creatives (cultural occupation/ cultural industry• Embedded creatives (cultural occupation/ non-cultural industry• Support activities (non-cultural occupation/cultural industry 4
Australian creative workforce - usingcreative trident Source: Higgs, Cunningham and Pagan 2007. 5
Internet and digital media technologies Mass communica+ons media Convergent social media (21st (20th century) century) Media Large-‐scale; high barriers to Internet drama,cally reduces distribu,on entry barriers to entry Media Complex division of labour; Easy-‐to-‐use Web 2.0 produc,on media content gatekeepers; technologies; mul,-‐skilling; small professional ideologies collabora,ve teams Media power One way communica,ons ﬂow Greater empowerment of users/ audiences Media content Tendency towards ‘Long tail’ economics; de-‐ standardised mass appeal massiﬁca,on and segmenta,on content to maximise audience of media content markets share Producer/ Impersonal, anonymous and Poten,al to be more personalised consumer commodi,sed (audiences as and user-‐driven (user created rela,onship target mass market) content – UCC)
The new cultural policy• Governments have searched for ways to surf the wave of the new information economy, looking to the creative industries broadly defined as sources of innovation to feed economic growth and employment creation at both national and local levels … [enabling] the arts [to] be seen as part of a wider and more dynamic sphere of economic activity, with links through to the information and knowledge economies, fostering creativity, embracing new technologies and feeding innovation (David Throsby, 2008).